The Abortion Pill & In-Clinic Abortion

About this entry

These two animations give people medically-accurate information on the two kinds of abortion procedures in a straightforward, non-stigmatizing way.

Why does this entry deserve to win?

We know sex education works best when it's welcoming and understandable. In contrast to the shaming and uncomfortable sex education many people receive, our key strategy is to make our social media platforms a safe place to learn and share experiences. These videos help accomplish this goal because they're non-judgemental, neutral, and easy to understand. We don't allow comments on the videos because of the sad fact that there are many people who would use the comments as a place to spread misinformation about abortion and shame people who've had abortions. Providing a safe viewing experience to people who need help is very important to us.

It's critical that the information we share be medically accurate. All the information presented was thoroughly reviewed by members of the Planned Parenthood Education Division and our Consortium of Abortion Providers to check for both medical accuracy and health literacy. This way we can be confident that the information we share is up-to-date and easy to understand.

Making information easily available is at the core of our video strategy, and as such it's essential that we accommodate our audiences. By providing captions and transcripts we're able to improve the accessibility of the videos as well as strengthen SEO, so that the videos can reach people who are looking for information on this topic. We provided Spanish translations of these videos to ensure a consistent experience on our Spanish-language site.

Results

We kicked off the launch of the videos with Teen Vogue's positive review. Our Facebook post announcing the launch of the videos performed well, with a reach of 612k users, an 8% engagement rate, and an astonishing 42,852 link clicks. Twitter performed well too, gaining over 60k impressions, nearly 2,000 engagements, and 880 link clicks. These all represent above average performances on our platforms.

Furthermore, we've seen above average view durations on these videos. For the In-clinic videos, users averaged 1:28 (English) and 1:37 (Spanish) minutes watched out of a total of 1:59. And the same metric reveals that for the Abortion Pill videos, users averaged 2:04 (English) and 2:11 (Spanish) minutes watched out of a total 2:48.

These numbers speak to the need for simple, clear, non-judgemental information on abortion procedures, and demonstrate the impact of our digital presence.

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The 10th annual shorty awards will be held april 15th, 2018 in new york city